How Cricket Boards Make Money: Beyond Match Tickets

When fans think about how cricket boards earn money, the first image that comes to mind is ticket sales. Thousands of fans filling stands during an India–Pakistan clash or an Ashes Test can certainly generate millions in revenue. Yet tickets, while visible and tangible, are only a fraction of the financial machinery that powers modern cricket.

Running a national cricket board is not unlike managing a global corporation. Boards are responsible for paying players, developing infrastructure, maintaining stadiums, running domestic competitions, and funding grassroots cricket. In some cases, the spectacle of a cricket auction also highlights the commercial weight of the sport, where player values and franchise strategies reveal the business side in full view. To sustain this ecosystem, they need multiple income streams far more significant than gate receipts.

This article explores the true cricket board revenue streams in 2025: broadcasting rights, sponsorships, digital monetisation, memberships, merchandising, venue income, ICC distributions, and more. Here, even the voices of IPL commentators play a role in driving broadcasting value, since their narratives add depth and marketability to televised games. Along the way, we will look at real-world examples, explain the challenges boards face, and consider how financial models shape the future of the sport.

Broadcasting and Media Rights: The Main Engine

The backbone of cricket board revenue comes from broadcasting and media rights. In most cases, this single stream dwarfs all others combined.

How it works

Boards auction television and streaming rights for both domestic competitions and international fixtures. Deals are usually sold in multi-year packages, sometimes worth billions of dollars. Rights are carved into categories: live matches, digital streaming, radio, highlights, and archival use.

Examples

• Board of Control for Cricket in India (BCCI): In 2022, the IPL media rights were sold for over ₹48,390 crore (≈ USD 6.2 billion) for a five-year cycle, split between Star Sports and Viacom18. Even bilateral series hosted by India fetch premium prices.

• England and Wales Cricket Board (ECB): Sky Sports’ long-term deal provides stable income and guarantees broad coverage.

• Cricket Australia: Their rights are divided between Foxtel, Channel Seven, and streaming platforms.

Why it matters

These rights not only fund elite cricket but also trickle down into grassroots development. In countries like India and Australia, broadcast money represents up to 70–80% of annual board income.

Sponsorships, Commercial Partnerships & Naming Rights

Sponsorship is the second-largest contributor to cricket board revenue. Boards leverage the visibility of their teams, tournaments, and stadiums to secure lucrative deals.

Tournament and team sponsors

• Title sponsors for events (e.g. Paytm for India’s home series, LV= for England Tests).

• Apparel and kit sponsorships (Nike, Adidas, Puma, or local brands, depending on the board).

Stadium and naming rights

Modern boards increasingly sell naming rights for stadiums. For instance, Australia’s Gabba and MCG often attract corporate partnerships that provide multi-million-dollar inflows.

Brand tie-ups

Beverage partners, airlines, fintech companies, and mobile operators frequently sign on as “official partners.” These deals usually include cross-platform marketing, hospitality rights, and promotional appearances.

Sponsorships offer not just direct cash but also in-kind support such as logistics, equipment, and promotional media.

Digital Platforms, Content & Licensing

With younger audiences consuming cricket through phones and tablets, digital monetisation has become central.

Direct-to-consumer apps

Boards now operate apps offering live scores, highlights, interviews, and behind-the-scenes content. Premium features are often paywalled.

Content licensing

Highlights and short clips are sold to news outlets, OTT platforms, and social media aggregators. Even a 30-second clip of a World Cup final six can fetch significant fees.

Data feeds

Live ball-by-ball data is licensed to betting companies, fantasy platforms, and analytics firms. This is a relatively new but rapidly growing revenue stream.

Example

The ICC’s deal with Disney+ Hotstar and YouTube in India proved how valuable short-form digital content can be, generating millions in advertising revenue.

Membership, Membership Fees & Fan Programmes

Some cricket boards supplement income with structured membership schemes.

Membership tiers

• Annual membership for local supporters, providing priority access to tickets.

• Premium tiers that include hospitality, meet-and-greet opportunities, and exclusive events.

Subscription and fan clubs

Fan clubs often provide exclusive content, discounts on merchandise, or bundled access to domestic matches. While not as large a revenue stream as broadcasting, these memberships foster loyalty and steady cash flow.

Example

The MCC (Marylebone Cricket Club), custodian of Lord’s, earns significant annual income through its prestigious membership system. Waiting lists often stretch decades.

Merchandising and Licensing Products

Official merchandise has exploded in importance, driven by T20 leagues and growing fan culture.

Types of merchandise

• Replica jerseys, caps, and scarves.

• Special-edition kits for World Cups or bilateral series.

• Training gear, cricket balls, and equipment with official logos.

Licensing

Manufacturers pay boards a licensing fee to produce and sell merchandise. This allows boards to earn without directly handling retail operations.

E-commerce and retail

Most boards now operate online shops and partner with global e-commerce giants like Amazon and Flipkart to extend reach. Match-day kiosks also add incremental revenue.

Venue and Infrastructure Income

Stadiums are expensive to maintain, but they also generate additional income when managed properly.

Non-cricket events

Many boards rent stadiums for concerts, football matches, or private events. The Melbourne Cricket Ground, Eden Gardens, and Lord’s often host non-cricket activities to diversify revenue.

Corporate hospitality

Corporate boxes, VIP lounges, and hospitality suites bring in high-margin income. Prices vary depending on the stature of the match.

Stadium tours

Boards run paid tours of iconic grounds, showcasing trophies, dressing rooms, and historical memorabilia. For example, Lord’s Cricket Ground tours are one of London’s most popular sporting attractions.

Tournament Hosting, Grants & ICC Revenue Share

International tournaments are financial windfalls for host boards.

Hosting major events

Boards receive hosting fees from the ICC or earn direct revenue through ticketing, sponsorship, and media rights. Hosting the ICC Cricket World Cup or Champions Trophy can boost a board’s finances for years.

ICC distributions

Every Full Member receives an annual share of ICC revenue, primarily derived from global broadcasting rights. The BCCI receives the largest share, followed by boards like the ECB and Cricket Australia.

Grants

The ICC also provides targeted development grants to Associate Members to grow cricket in emerging regions.

Member Associations & Affiliate Fees

National boards are umbrella organisations overseeing state or provincial associations. These affiliates often pay fees for development programmes, tournament entries, and infrastructure use.

Youth and development cricket

Fees from youth academies, age-group tournaments, and coaching camps add incremental income while supporting grassroots growth.

Example

In India, state associations contribute to and benefit from BCCI funding cycles, creating a two-way financial flow.

Risks, Challenges & Revenue Volatility

While cricket board revenue streams are diverse, they face real risks.

Market saturation

With multiple leagues and tournaments crowding the calendar, viewer fatigue could reduce the value of broadcast rights.

Overdependence

Boards relying heavily on a single contract—like a long-term TV deal—risk instability if negotiations collapse.

Economic factors

Global recessions, currency fluctuations, or broadcaster bankruptcies can hit revenues hard.

Rising costs

Security, player salaries, stadium maintenance, and compliance costs continue to climb. For smaller boards, even hosting a bilateral series can become loss-making without adequate broadcast deals.

FAQs

Do boards profit from ticket sales directly?
Yes, but the split varies. In some countries, national boards keep most gate receipts, while in others, state associations or franchises take a share.

Which revenue stream is the largest for most cricket boards?
Broadcasting and media rights. In India, they account for nearly 80% of the BCCI’s annual revenue.

Can smaller boards replicate these models?
Partially. While they cannot command IPL-level broadcast deals, smaller boards can grow through sponsorship, ICC grants, and digital innovation.

How are revenues distributed in cricket boards?
Funds are typically split between player salaries, domestic competitions, infrastructure projects, grassroots development, and administrative costs.

Conclusion: Building Financial Resilience in Cricket Boards

Cricket boards are no longer sustained by ticket sales alone. Modern operations depend on diversified cricket board revenue streams: broadcasting, sponsorships, digital monetisation, merchandising, memberships, venue income, and ICC distributions.

The boards that thrive in the 2020s are those that balance tradition with commercial innovation. By managing risks, embracing new platforms, and securing stable partnerships, boards can ensure both financial resilience and the long-term growth of the game.

Fans may only see the ticket stub or the replica jersey, but behind the scenes, cricket finances are a vast and complex machine—one that keeps the sport alive from village greens to World Cup finals.